The Communication Group in Scotland has been appointed to handle
consumer PR for Golden Wonder.
TCG sealed the six-figure account on a retained basis. It is to organise
a national brand-building campaign, focusing initially on consumer media
relations and sampling activity in Scotland.
Having previously organised tactics behind two flavour launches for the
snack food manufacturer, TCG was selected without a competitive
The account, which includes support for brands such as Nik Naks and
Wheat Crunchies, and product launches such as Nice & Spicy crisps, will
be handled from TCG's Edinburgh office, with support from London.
A three-strong team comprised of Scottish office MD Clare Meikle,
account director Audrey Mill and senior account executive Stephanie
McGregor will work on the account, reporting to recently-appointed
Golden Wonder marketing director Paul Boothman.
'Research showed there was a perception that the brand was slightly
old-fashioned. TCG is tasked with increasing Golden Wonder brands'
appeal in the 18 to 35 age group - giving the brands a more youthful
edge,' Mill said.
Boothman said TCG had sealed the contract on account of its work on the
launch of special edition crisp flavours 'Golden Gobble' (turkey and
stuffing) and 'Quite Naughty' (tomato and mayonnaise) earlier this
Boothman cited a front-page slot on The Sun's Scottish edition and the
use of a Bill Clinton lookalike and survey on the 'naughtiness' of
Scottish people as evidence of TCG's inventiveness.
Golden Wonder joins Red Bull, Motorola, The Gleneagles Hotel, Nationwide
and London Electricity on TCG's client list.
Set up in Edinburgh in 1947, Golden Wonder is now based in Market
Harborough. It had sales of more than pounds 161m in 2000.